Owens Corning Brings the Pink Panther Back to Build With Pink
Greenbuildermedia.clapboard.com/archive/owens-corning-build-with-pink-household-product">Owens Corning's Build With Pink campaign is a 2024 United States commercial insulation brand campaign that reunites the company with the Pink Panther character for the first time in decades, positioning the iconic animated figure as a protector of buildings against heat, cold, moisture, and noise across a citywide narrative film, according to Sec Gov.
Lafayette American, serving as Owens Corning's creative and media agency of record, launched the campaign in August 2024 across Connected TV, high-impact and targeted out-of-home placements, paid social, industry trade shows, and conversion-focused digital channels, according to Lafayetteamerican. The campaign centres on a single film asset in which the Pink Panther takes a citywide stroll accompanied by Owens Corning commercial insulation products, confronting environmental threats one by one and demonstrating that the brand's materials help builders and developers bring their projects to life while keeping those structures protected over time. The Pink Panther's formal partnership with Owens Corning began on August 15, 1980, according to the Owens Corning newsroom, making the 2024 revival a deliberate act of brand heritage rather than a novelty licensing arrangement.
In the United States, the commercial insulation category sits within a household products and industrial market that rewards brand trust and specification-level recognition among contractors, architects, and developers. Build With Pink addresses both audiences simultaneously: the Pink Panther's cultural familiarity carries broad awareness value, while the product-focused narrative delivers credible messaging about the performance characteristics of Owens Corning Commercial Insulation. The campaign earns a Clapboard Score of 71 out of 100, reflecting strong strategic coherence, effective use of brand heritage, and measurable market response against a brief that required the brand to re-establish cultural presence in a category not typically associated with character-led storytelling.
Owens Corning holds an estimated market share of more than 15 percent in building thermal insulation globally, according to GM Insights, positioning the brand as a category leader with the scale to invest in broad awareness alongside conversion-focused media. That leadership position, however, does not eliminate competitive pressure. Kingspan Group operates as a significant international rival in the insulation sector, and in the United States market the specification and procurement landscape means that brand salience among commercial construction decision-makers is a genuine strategic priority, not merely a marketing preference.
The insulation products category in the United States sits within a global building thermal-insulation market estimated at approximately 29.9 billion dollars in 2024, with annual growth projected in the range of 3 to 5 percent, according to GM Insights. That growth trajectory reflects sustained demand from commercial construction activity, energy efficiency regulation, and retrofit investment across the US built environment. Lafayette American's strategic insight was that Owens Corning possessed an underutilised asset — the Pink Panther relationship, dormant in advertising for decades — that could cut through category noise in a way that specification sheets and performance claims alone cannot. By reactivating the character as an active protector of buildings rather than a passive brand symbol, the agency shifted the Pink Panther from mascot to narrative protagonist, giving commercial insulation an emotional and storytelling dimension that competitors including Kingspan have not deployed in the United States market, according to Adweek. The media mix — spanning CTV, out-of-home, paid social, trade shows, and conversion campaigns — reflects a deliberate funnel architecture, moving from broad cultural reintroduction to audience-specific conversion among contractors and specifiers, according to Newsroom Owenscorning.
The Build With Pink film follows the Pink Panther through a continuous citywide journey, using the character's established visual language and silent comedic sensibility to dramatise the performance claims of Owens Corning Commercial Insulation without relying on technical exposition. Each environmental threat the Pink Panther encounters — heat, cold, moisture, noise — becomes a scene in which the product's protective qualities are demonstrated through action rather than narration, a craft decision that keeps the film accessible to general audiences while remaining credible to professional specifiers in the house, garden, household products, and industrial categories.
The campaign was conceived and produced by Lafayette American, with executive creative direction provided by Doug Patterson, who serves as ECD and Partner at the agency, according to Lafayette American's own published credits. The broader leadership team bringing Build With Pink to production included Toby Barlow as CEO, CCO, and Partner; Emily Siegel as President and Partner; Ben Bator as CMO and Partner; and Meg Jannott as Head of Design and Partner. On the Owens Corning client side, Dave Caputo served as Global Platform Director for XPS Foam, with Christina Poindexter leading as Senior Brand and Customer Experience Marketing Leader, and Megan Trout and Elizabeth Joyce credited as Brand Marketing Leads, per Lafayette American. Content creation was handled by Brian Jannott. Stephanie McMillan served as Head of Account Services at the agency, rounding out the core team that stewarded the character's return to Owens Corning advertising after a gap described by the agency as spanning decades. The decision to work with an animated character rather than live talent carries distinct production advantages in a campaign spanning multiple media channels: the Pink Panther's visual consistency translates cleanly from a 30-second CTV spot to out-of-home creative and paid social formats without the continuity challenges that live-action production introduces across a prolonged campaign flight.
Build With Pink delivered 35 million campaign impressions, according to Lafayette American, with results measured while the campaign remained actively in market. The brand affinity lift registered at 8 percent positive, and overall brand consideration lift reached 14 percent positive, both figures reported by Lafayette American. Among the campaign's core audience — the commercial construction and specification professionals most directly relevant to Owens Corning's commercial insulation business in the United States — brand consideration lift reached 21 percent positive, according to Lafayette American. The campaign's social media performance, as archived by Clapboard, recorded 832,152 views and 7,934 likes on the primary film asset.
No major awards recognition for Build With Pink is documented in the Cannes Lions, Effie, or One Show databases at the time of this analysis. The absence of awards hardware does not diminish the campaign's structural effectiveness, however. A 21 percent consideration lift among a core professional audience in the industrial and commercial construction sector represents a meaningful outcome for a category in which purchase decisions are driven by specification relationships and long procurement cycles rather than impulse. The reintroduction of the Pink Panther after a multi-decade absence gave Owens Corning a media moment that competitors have not replicated, and the multi-channel architecture — connecting CTV awareness to trade show conversion — reflects media planning discipline that aligns with the complexity of reaching commercial insulation buyers across the United States market.
Build With Pink is a 2024 Owens Corning commercial insulation brand campaign created by Lafayette American and launched in the United States in August 2024. The campaign revives the Pink Panther character as a building protector, running across CTV, out-of-home, paid social, trade shows, and conversion media channels to reach both broad and professional audiences.
Owens Corning began its formal partnership with the Pink Panther on August 15, 1980, according to the Owens Corning newsroom. Lafayette American revived the character after a multi-decade advertising absence to reactivate a distinctive brand asset that no competitor in the commercial insulation category has deployed, giving Owens Corning a culturally familiar but strategically differentiated creative platform.
Build With Pink delivered 35 million impressions, an 8 percent brand affinity lift, and a 14 percent overall brand consideration lift, according to Lafayette American. Among the core professional audience in the United States commercial construction sector, brand consideration lift reached 21 percent positive, with these figures recorded while the campaign remained actively in market.
Lafayette American created Build With Pink as Owens Corning's creative and media agency of record. The agency's leadership team on the campaign included ECD and Partner Doug Patterson, CEO and CCO Toby Barlow, and President Emily Siegel, with Owens Corning's Christina Poindexter serving as Senior Brand and Customer Experience Marketing Leader on the client side, per Lafayette American.
Owens Corning and Lafayette American deployed Build With Pink across Connected TV, high-impact and targeted out-of-home placements, paid social, industry trade shows, and conversion-focused digital campaigns throughout the United States market. This multi-channel architecture was designed to move audiences from broad cultural awareness of the Pink Panther revival through to specification-level consideration among commercial construction professionals.
Build With Pink receives a Clapboard Score of 71 out of 100. The score reflects strong strategic coherence in reactivating the Pink Panther brand heritage, effective multi-channel media planning, and measurable brand consideration gains in the United States commercial insulation market, balanced against the absence of major industry awards recognition at the time of analysis.
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